How to Involve Local Spokespersons

One key step in involving the media and educating the public is to identify and train representatives to conduct media interviews and appear at speaking engagements. These spokespersons will establish a relationship with local media and help put a face on the issue. Since most people do not have the time to commit themselves full-time to such a role, it is important to train several backup spokespersons so you never miss a chance to spread your message.

When selecting a spokesperson, one of the most important qualities to seek out is knowledge of the issues. Identifying someone who is very familiar with the facts, current stories and issues relating to education reform will ensure that any media coverage won't be wasted.

Other qualities to look for in a spokesperson:

• Be personable and at ease when speaking publicly.
• Have a clear, pleasant speaking voice.
• Be an interesting conversationalist.
• Have some public speaking experience and, preferably, experience talking with members of the media.
• Have a working knowledge about issues related to education reform.
• Be “fast on their feet” and able to handle non-scripted response.

Preparing Spokespersons
When conducting interviews, or making other public appearances, you should prepare your spokesperson with:

• General information about education reform.
• Answers to questions about national reform efforts and your state and local responses to the issue. Encourage him or her to review the materials in this packet and offer other resources to help them stay current on the issues.
• A local or national telephone number that people can call for more information, and/or a website they can visit.
• A press kit, for reference. The kit should include talking points, a single page of bulleted messages that your spokesperson should mention, including the telephone numbers and websites for the public to find more information.

When scheduling media interviews and speaking engagements, provide the reporter or organization with a paragraph-long biographical sketch for the spokesperson (not a full resume) that includes the credentials that qualify her or him as an “expert.” The reporter or organization will use the sketch to introduce your speaker.

Tips for Preparing Parent Spokespersons
Parents can be wonderful advocates for education reform both in their own schools, and by spreading personal stories of successes or failures of past policies or reform efforts. Obviously, they have even more of a vested interest in the education system than the average citizen, so hearing their personal stories and displaying their vested interest can compel many others to join the movement and garner support from local officials.

If parents are willing to speak, you may want to offer the following suggestions:

• Remember to speak from your heart and from your own experience.
• Decide what you most want to say and then practice how you will say it. If you agree to an interview, have a friend, family member or staff member ask sample questions so you can rehearse your responses.
• Anticipate difficult questions. It is always OK to say that you don't know the answer to a question, or that you don't want to continue.
• Always assume that anything you say to a representative of the media is “on the record” and might be repeated in a story.
• Be aware that a media story or headline may be portrayed in a more dramatic way than you expect.
• Choose your words carefully and avoid slang, unrelated remarks, and angry responses.
• Don't feel the need to volunteer information just to fill in uncomfortable silences.
• Make helpful suggestions to other parents about what they can do, and encourage your audience to take action that will advance learning in their school systems.

Remember, parents can make powerful statements about school districts, innovative reform programs, what is and is not working because their children are experiencing what is happening in schools. Regardless of whether you have any parents in your community who want to be spokespersons, you will want to involve them somehow in your activities because of their vested interest in the school systems.